3 Major Brands Reveal their Secrets on Improving Customer Experience Online

Sam Suthar
6 min read
3 Major Brands Reveal their Secrets on Improving Customer Experience Online

With sundry of shopping options—in-store and online, customer service makes a major impact on everyday business.  Here you will get to know the top three brands revolutionizing the online customer experience while doing the most to keep their customers happy.

Two decades ago there was no Facebook, LinkedIn or Twitter. Even Amazon had less of a presence. In the earlier years of the world wide web, companies online didn't have to worry much about customers sharing a negative experience with the brand.

This made it easy for companies to claim the secret to great customer appeal through product quality and excellent service. But now the playing field has changed.

Now many businesses have a company culture that they must deliver the best customer experience to appeal to consumers. The truth is many customer bases are not as satisfied with brands as companies believe.

Sometimes customers are angry or disappointed in the customer service of any given brand. Now it's more important than ever to offer a great customer service because it's the cutting edge business differentiation that can make or break a brand.

Nearly 89 percent of brands in today's market are seeking ways to differentiate themselves from their competition by improving the customer experience, improving product quality and meeting customer service expectations.

In order to achieve success in this business goal, a company must identify the factors that influence how its customers feel about the brand.

This can range from quality of in-store salesperson communication to offering valuable FAQ answer on the company website.

In other words, it's important to invest in the customer experience, with Gartner reporting that the customer experience is the new battlefield.

According to the Walker study, by the end of the year 2020, customer experience will go beyond product and price as the key brand differentiator. This means business success will depend more on the consumer and result from the level of customer satisfaction with the brand.

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Many companies fail to look at the customer experience as a multifaceted strategy the — three-legged stool, where every stool’s leg is equally important in acquiring and retaining customers for the long-term.  This means if any leg is missing, the stool will fall.

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To create a positive customer experience, a company needs a good support system to make for a successful rapport and add a powerful driver of sales and marketing.

In a recent report by Forrester, it was discovered that customer engagement in the B2B space must extend beyond the integral client relationship to drive business success.

This means that businesses should continue to look after their clients long after they have passed through the sales funnel and merge every part to meet a versatile approach toward successful customer experience management.

Separating your brand from the competition is no longer about cost and features; rather, it’s all about offering a top-notch customer experience.

There are several key customer experience trends that are revolutionizing the way brands must treat their customers.

Econsultancy conducted their survey for Digital Marketing Trends, and concluded that customer experience is a way to make the brand stand out from the crowd.

customer experience trends

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So, let’s have a look at these three big brands how they are enhancing the customer experience, and taking it to the next level—

Amazon is turning as the reigning and acknowledged winner in both Internet retailing and over the entire department in complete customer satisfaction.

Jeff Bezos, Amazon’s CEO, is truly more than a business leader who is really looking after his customer and steering his company into the digital era. With 304 million Amazon customers, Amazon is an authentic, customer-centric company.

According to the Foresee Experience Index report, Amazon achieved 86 points (on a 100 point scale) for customer satisfaction. What makes Amazon different?

The company has a customer first culture - The customer-centric focus of Amazon comes from its CEO, Jeff Bezos and runs all the way through the company with every employee (irrespective of their department). They make sure that no one loses the vision of who’s the most crucial person and pillar of the company— CUSTOMERS!

Amazon initially considers their customers first before inventing anything.

Its convenience - Today people are very busy in their hectic life, which makes them demand to get everything at their convenience. That’s what has made them shop online within the comfort of their palms using a smartphone or tablet.

Amazon offers great online customer experience where 9 out of 10 times, a user can complete his/her online transaction without interacting with customer support. Amazon’s frustration-free packaging, smooth delivery, product reviews and more has made Amazon customers satisfied.

It’s customization - Amazon is an early adopter of using small and big data for customization. Amazon’s real-time customer browsing and recommend products to overall buying history is the most common example.

It’s proactiveness - Most brands don’t announce on Forbes for saving a user 16 cents, but fortunately, Amazon did, and Amazon did it- proactively by reaching out all the individual customers to help them save money.

It’s trust - The 4 points mentioned above lend to the Amazon’s care for its esteemed customers. It lends to a high level of loyalty and trust for the brand. Bezos is even ready to forego extra profits for these 2 things.

At times, when there was a price increase, Amazon didn’t because doing so would eventually erode customer’s trust. For Amazon, that attrition of trust would cost them much more in the long-term.


We all are aware of the phenomenon that is Apple. But what’s the secret behind the company's success? The secret is its focus on customer emotions and considering the psychological/ emotional aspects of the customer experience as revealed by Gizmodo.

Apple focuses on Customer emotions and instructs their employees on it. Apple uses "3 Fs”— feel, felt, and found. Let’s see how Apple offers their customers the best experience:

Position the brand in the consumer’s mind before the sale - a campaign initiated by Apple “Think Different” gave entrepreneurs and creative people a brand that's easily identified. The ad agency of Apple creates a campaign that the target customers would surely appreciate.

Apple product launches presented extraordinary production and Jobs’ unique showmanship, turning them must-see events for the Apple loyal. Unique and creative branding placed Apple durably in the potential customer’s mind, even before the start of the sale.

Apple stores The Apple retail stores also are stunning spaces, a spectacle of modern design. All the Apple hardware is displayed on Spartan wooden tables in the stores. This assists in focusing your mind on the products, which are, undoubtedly, wonders of design in their own right.

A brand is defined by the customer’s experience. The experience is delivered by the employees.” –Shep Hyken

The customer support experience - When anything goes wrong with your Apple product while they’re in the extended warranty, you don’t have to visit the store and wait there for hours. Rather, you just have to make an appointment, making it easier to manage your schedule and save time.

Product packaging - Generally the product packaging is Spartan and simple. Many manufacturers never give it a 2nd though, except to make sure it sufficiently protects the product. Apple’s packages are things of splendor and beauty. The strength of their commitment to this ideal is very notable.


Organizations are often faced with the challenge of providing their customers with a great online experience that goes far beyond merely a website.

According to a survey, FedEx Corp is recognized as an industry leader in the field of customer experience. Customer experience includes every aspect of a company’s services—the quality of customer care, certainly, but also packaging, advertising, ease of use, product and service features, and reliability.

FedEx is delivering an outstanding customer service over time. Let’s see how they are making a difference—

Education— They make sure that the people are not only trained in the ABC’s of the business, rather they should also get dedicated training to learn the behavior and skill patterns required to not only meet but go beyond the customers’ expectations.

Communication— They encourage the employees to share their success stories and client wins as well as employee and customer feedback, ideas and strategies for enhancing the customer experience.

Listening— Encouraging feedback from the coalface is the best way that the management team achieves a comprehensive understanding of the steps that can improve customer service.”

Recognition— FedEx offers strong rewards (financial and non-financial) program which they consider as important to make sure employees and team deliver positive, memorable experiences to the esteemed customers.


From these 3 brands perfecting and revolutionizing the customer experience, up and coming brands can learn to focus on creating the best customer experience they can to further company success.

In the world of innovations and advancement, technology is meeting customer experience. Every organization must take their customer experience seriously to make them stand out from the crowd and win loyal customers over.

Also, a brand must focus on growing the social audience to get succeed since social media has become an indispensable part of everyone’s lives. One thing for sure, for delivering an outstanding customer experience, you need to have essential UX elements in your marketing plan.

A good UX design can influence the conversion rate. Offer your customers a smooth, pleasant and continuous way of interacting and engaging with your brand to drive brand loyalty. If not, you will offer your competitors the best gift – your esteemed customers.

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